Infinite scroll is a web design technique that allows users to continuously load content as they scroll down a page. Instead of clicking through multiple pages, new items automatically appear, creating a seamless browsing experience. This feature is commonly used on social media platforms like Facebook and Instagram, where users can view an endless stream of posts. The primary goal of infinite scroll is to keep users engaged by reducing the need for navigation. However, it can also lead to challenges, such as making it harder to find specific content or reach the footer of a website.